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VIMTO
Building the best organic social media presence in the squash category.
The Task At Hand
As part of our organic social media work for Vimto, we gained an insight into how many consumers pronounced Vimto incorrectly. Despite the brand being loved by millions, some seem to add a rogue 'P' to the name. So we got to work on thinking about how we could have some fun with this rogue mispronunciation.
The Solution
We decided to create a single static social media post and lean into it, for a bit of fun! Tbh, as much as we'd like to say we spent weeks on it, we literally spent a few hrs max.
The Outcome
Well...it kinda went a bit viral.
The response was mad, as 100's of people started commenting and sharing within minutes of the post going live. Within 24hrs we were all looking at each other discussing a 'viral' moment. The post was shared far and wide gaining organic reach of almost 3m across Meta and over 260k engagements.
People shared it on Twitter and LinkedIn. They couldn't believe that not only THEY pronounced it VimPto, but that WE (the brand) were deadly serious about accepting our fate and changing the name.
As the post gained coverage in The Sun, Ladbible, Birmingham Live and many more, and after the Vimto team were asked to go on the Manchester Evening News, we decided we had to come clean. It was a prank, we weren't changing our wold famous name.
Key Takeaways
Lean into reactive content for the win.
Don't take yourself too seriously, just like VimPto didn't.
With a wide portfolio of products, content and channel strategy is everything.
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